Scott Yacko and Jonathan Kressaty's presentation on PPC Keyword & Campaign strategies using Google Adwords at WordCamp Phoenix 2012.

1. DRIVING CONVERSIONS
WITH PAID SEARCH
Scott Yacko & Jonathan Kressaty
WordCamp Phoenix 2012
1

2. WHAT IS PPC ADVERTISING?
_ PPC stands for “Pay-Per-Click”
_ PPC is an online advertising model where advertisers pay only
when an ad is clicked
2

3. WHY USE PPC?
_ Instant first page placement
_ You only advertise to people who are looking for what you have
right now
_ You only pay when they respond - when they click through to
your site
_ Pricing is determined by an ongoing, real-time auction based on
true market values
3

4. MAJOR PPC NETWORKS
Google Microsoft
Facebook
Adwords AdCenter
4

5. WHAT IS GOOGLE ADWORDS?
_ Adwords is a platform
Includes:
that allows advertisers _ Tesco
_ Ask.com
_ AOL
to display ads in search _ BT
_ Virgin Net Search
results or web content _ NTL World Partners Google
on a CPC or CPM basis Properties
Content
_ Adwords is for Publishers
Includes:
_ Google
_ Google
Advertisers, Adsense is Includes:
_ New York
Product Search
_ Gmail
Times Online _ YouTube
for Publishers _ NTL
_ Daily Mail
_ Virgin
5

6. GOOGLE AD NETWORKS
Search Display Video Ads
Network Network
Display Ad
Search Ad (Image Ad)
Video Ad
(YouTube)
6

7. ANATOMY OF A
SEARCH RESULTS PAGE
Search Query
Paid Search
Results
Organic
Search Results
(Ranking determined
by “relevance”)
7

8. SEARCH CAMPAIGN
STRUCTURE
Geographic Targeting
Language Targeting
Campaign } Daily Budget
Device Targeting
Day Partitioning
Ad Group Ad Group Ad Group
Text Ads Text Ads
Keywords Keywords
} 3 Critical Components
of an Adwords Campaign
KW Bids KW Bids
8

9. CAMPAIGN SETUP
9

10. CREATING AN AD GROUP
Create Ads
Enter Keywords
10

11. GREAT AD GROUPS START
WITH KEYWORDS
_ Identify your ideal prospect
_ Do thorough keyword research
_ Look at your competition
_ Use proper match types
_ Use negative keywords
_ Keep ad groups “tightly targeted”
11

12. GETTING STARTED
WITH KEYWORDS
_ Think of your ideal prospect (very specific)
_ Ex: “My ideal prospect is someone who has a large collection of
CDs, recently purchased an MP3 player, and wants someone
else to convert the CDs to MP3 for them.”
_ Write down a list of 10 keywords such that you believe one in
three people searching for each term would be your ideal
prospect
12

13. BUILDING A KEYWORD LIST
Google Adwords > Reporting & Tools > Keyword Tool
Relative Search
Competition Volume
13

14. BUILDING A KEYWORD LIST
Google Adwords > Reporting & Tools > Keyword Tool
14

15. BUILDING A KEYWORD LIST
Google Adwords > Reporting & Tools > Traffic Estimator
Enter
Keywords
Enter a Max CPC
and budget
Set Geo &
Language Targeting
Estimated
Daily Cost
15

16. KEYWORD
MATCHING OPTIONS
Match Type: Shows For Queries:
BROAD MATCH Red Shoes, Red, Shoes,
Ex. Red Shoes Green Shoes, Red Rocks
PHRASE MATCH Red Shoes, Nike Red Shoes,
Ex. “Red Shoes” Buy Red Shoes
EXACT MATCH Red Shoes
Ex. [Red Shoes]
Use Phrase and Exact Match to Improve CTR & ROI
16

17. USING NEGATIVE KEYWORDS
Negative
Matches:
software, burner
17

18. NEGATIVE MATCH KEYWORDS
Ad Group > Keywords > See Search Terms
Negative Matches:
hardware, vortexbox
18

19. KEYWORD LIST
BUILDING STRATEGY
_ Start with a small list of 10-20 keywords that fit your ideal prospect
_ Use only “Phrase” and [Exact] match
_ Monitor your actual search terms
_ Add -Negative keywords where appropriate
_ Add additional [Exact] match keywords where appropriate
_ Repeat, Repeat, Repeat...
19

20. KEEP AD GROUPS
TIGHTLY TARGETED
WHY?
20

21. GOOGLE QUALITY SCORE
Landing
Page
Quality Score
(X/10)
Ad +CTR
Text Keyword
21

22. SEARCH AD RANK
Ad Rank = Quality Score x Bid
1 4
2
5
3
6
7
8
22

23. SEARCH AD RANK
Ad Rank = Quality Score x Bid
ADVERTISER A ADVERTISER B ADVERTISER C
Bid = $0.75 Bid = $0.50 Bid = $1.00
QS = 7 QS = 10 QS = 4
AR = 0.75 x 7 AR = 0.50 x 10 AR = 1.00 x 4
AR = 5.25 AR = 5.00 AR = 4.00
POSITION #1 POSITION #2 POSITION #3
23

24. HOW MUCH WILL I PAY?
Ranking Score of Position Below
Actual Cost = + $0.01
Quality Score of Your Ad
ADVERTISER A ADVERTISER B ADVERTISER C
Bid = $0.75 Bid = $0.50 Bid = $1.00
QS = 7 QS = 10 QS = 4
AR = 0.75 x 7 AR = 0.50 x 10 AR = 1.00 x 4
AR = 5.25 AR = 5.00 AR = 4.00
POSITION #1 POSITION #2 POSITION #3
(5.00/7)+0.01 (4.00/10-)+0.01 (2.50/4-)+0.01
CPC = 0.72 CPC = 0.41 CPC = 0.64
24

25. HOW DO I ACHIEVE A HIGH QS?
_ Keep Ad Groups Small and Targeted
_ Write Targeted Ads
_ Landing Page Relevance
25

26. WHAT IF ADVERTISER A
RAISES ITS QS TO 10?
BASELINE OPTIMIZED
Bid = $0.75 Bid = $0.75
QS = 7 QS = 10
AR = 0.75 x 7 AR = 0.75 x 10
AR = 5.25 AR = 7.50
VS.
POSITION #1 POSITION #1 A 29.2%
(5.00/7)+0.01 (5.00/10)+0.01 Reduction
in Cost!
CPC = 0.72 CPC = 0.51
26

27. WRITING TARGETED ADS
_ Include keywords in the ad text
_ Include a differentiator
_ Include a call to action (if appropriate)
_ Choose the right landing page
27

28. USE YOUR KEYWORDS
IN YOUR ADS
Search Terms are
bolded in ads
Include a
differentiator
28

29. CHOOSE THE RIGHT
LANDING PAGE
_ Home Page or Deep Linking?
_ As a general rule, the fewest clicks to achieve a conversion is best.
29

30. EXAMPLE
Search Term: Hedge Trimmer
30

31. EXAMPLE
Search Term: Hedge Trimmer
31

32. KEYWORD BIDDING STRATEGY
_ Know what a visitor to your site is worth
_ Calculate your break-even
_ Set a target ROI for your advertising
32

33. WHAT IS A VISITOR WORTH?
_ Average Sale Revenue = $150
_ My Costs (Materials, Labor, Shipping) = $100
_ Average Margin = $50 per sale
_ Website Conversion Rate = 2%
_ Each visitor is worth $50 x 0.02 = $1.00 (This is your break-even)
33

34. CALCULATING YOUR MAX CPC
_ Each visitor is worth $50 x 0.02 = $1.00
_ I want to make 30% ROI on my advertising $
_ My Max CPC should be $1 x (100% - 30%)
_ Max Bid = $0.70
TIP: Bid $0.02 above round numbers (Max Bid = $0.72)
34

35. CAMPAIGN OPTIMIZATION
IMPRESSIONS Add Keywords to get more impressions
CTR
Optimize your ads to get more clicks
CLICKS _ Improve Quality Score
(Site Visits) _ Split Test Ad Copy
_ Adjust Keyword Bids
_ Utilize Position Prefs
CR
Optimize your landing page to get more conversions
_ Split Test Landing Page Copy
_ Improve Call to Action
_ Experiment with Deep Linking
CONVERSIONS _ Look at Bounce Rates
_ Look at Cart Abandonment
(Sales/Leads)
35

36. QUESTIONS?
Scott Yacko - scott@vuurr.com - @scottmyacko
Jonathan Kressaty - jonathan@vuurr.com - @kressaty
36